Sustainable consumption: Consumer attitudes and behaviors toward secondhand fashion in Türkiye

This thesis explores the behaviors and attitudes of young consumers from generations Y and Z with regard to secondhand fashion in Türkiye. The interrelationships between their subjective norms, attitude, perceived behavioral control, environmental awareness, previous purchasing behaviors, as well as their purchase intentions with regard to secondhand fashion products, were explored and compared based on whether or not they were already consumers of secondhand fashion. This comparison was carried out within the framework of the theory of planned behavior in order to achieve an in-depth understanding of the secondhand fashion consumption of young consumers. A quantitative study based on the literature was conducted and 153 questionnaires were completed at the end of the data collection period. Then a qualitative study was carried out on 15 people to gather their perceptions, motivations, and barriers in relation to secondhand fashion. Results have shown that consumers choose secondhand fashion due to economic reasons, and sustainability is marginally considered. Concerning secondhand fashion products and their attributes, the results highlighted the fact that the attitude of young consumers from generations Y and Z, but also their subjective norms and perceived behavioral control, are all factors that determine their intention to consume secondhand fashion products.